What does Kestrel do? Kestrel is a fractional CMO and marketing team for independent, fee-only RIAs. We choose one growth goal, run the work, and report what it produced.
Who is Kestrel for? Independent, fee-only RIAs without a dedicated marketing function, including firms preparing for an acquisition, a succession plan, or an equity conversation.
Who does the work? Kestrel is led by Sarah Falcon, who has spent 20+ years in marketing across technology, B2B, direct-to-consumer, and financial services.
What are the ways to work with Kestrel? A marketing plan, a marketing leader, or a marketing team. See the three options
What do you need from our partners? A conversation about how your firm sees its clients and its work, and your approval of what we produce.
Can we start with one service? Yes. Some firms start with the website rebuild, and others add branding, social media, newsletters, Google Ads, or marketing leadership so every channel works toward the same goal.
What is a growth goal? The single result the work is built to produce, such as more first meetings with $1M households, a stronger recruiting pipeline for advisors, or a clearer story for a buyer or successor. Each goal changes the website, the calls to action, and the numbers we report.
How will I know it is working? You get a monthly report. It shows where new meetings and clients came from, what we did that month, and what we recommend next.
What counts as a qualified inquiry? We define it with you before launch, based on your ideal client's investable assets, location, and service needs. That definition drives how we tag inquiries and report results.
How does compliance review work? Everything we write goes to your compliance reviewer before it publishes, and we work inside your approval process, including your policies on testimonials, performance references, and third-party content under the SEC Marketing Rule. We hand content over in a form your archiving system can capture. Final approval rests with your compliance team.
Who owns the website, the email list, and the ad accounts? Your firm does. We work in them on your behalf.
Do you provide legal or trademark review of a firm name? No. We research names and domain availability, and your attorney or a trademark professional should review any name before you adopt it.
Can we move off our current website platform? Yes. We move your custom content over, build the new site on your existing domain if you want, and write new content where it is needed.
How long does a website rebuild take? About ninety days from strategy to a finished site, based on our work with MPM Wealth Advisors. Your compliance review and content approvals set the pace.
How is SEO different from Google Ads? Google Ads reach people who are searching this month. SEO builds pages that keep working after a budget stops. A firm can run both.
Which social platforms do you manage? We start with LinkedIn and YouTube, and add Facebook or Instagram when your clients and prospects spend time there.
Do you run paid promotion for posts? We can promote your best posts with a small budget paid directly to the platform. Paid social campaigns aimed at leads are scoped separately.
A 30-minute call with Sarah Falcon. We talk through where your clients come from today and where you want growth to come from.
Or write to hello@growkestrel.com or call 540-270-7971.